Insights from the Intersection of Streaming and Political Advertising: A Panel Discussion Hosted by Premion

Last week, I had the distinct pleasure of joining a panel of experts to delve into the evolving landscape of political persuasion digital advertising, with a keen focus on streaming TV, CTV, and OTT platforms. As the Senior Director of Digital Strategy at Sage Media, I'm deeply involved in these areas, and it was an enriching experience to share and gain insights.‍

The panel, expertly moderated by Al Behmoiras, a respected figure in our industry, navigated through a comprehensive agenda that touched upon critical aspects of streaming in the political sphere. We explored how political buyers are currently viewing streaming, debating its role as an extension of linear TV or a distinct entity altogether. Discussions about budget allocations between linear agencies and digital, and the choice between audience-centric versus network-centric buying approaches, prompted thoughtful exchanges.

A significant part of our conversation revolved around the tactical considerations in political advertising, such as the preference for programmatic versus managed-service/direct paths, and the evolving role of FAST Networks in the upcoming 2024 political landscape. The criticality of precise targeting and the absolute necessity of delivering campaigns as ordered, especially in the political context, were underscored.‍

Furthermore, we tackled the impact of streaming in various political races - from the presidential to local races and ballot measures. This included insightful discussions on potential battlegrounds and evolving theories in the upcoming presidential race.

‍For me, one of the key takeaways was the affirmation of streaming as a 'Goldilocks medium' - offering the perfect balance between broad reach and targeted precision. It's clear that streaming is poised to be a battleground for consultants and advertisers, shaping the future of political persuasion.

As always, interacting with colleagues and fellow industry experts was a highlight, fostering a sense of camaraderie and shared purpose. The panel served as a reminder of our collective endeavor to navigate and harness the potential of streaming in the ever-evolving world of political advertising.

Looking forward, I see streaming continuing to grow in its influence and effectiveness. Its dual nature of being both targetable and broad presents an intriguing prospect for political consultants and advertisers alike. As we edge closer to pivotal political events, it's an exciting time to be part of this field, and I eagerly anticipate the innovative strategies and solutions that will emerge.

Thanks to Premion for hosting this enlightening panel. It was a great platform for discussion and I am grateful for the opportunity to have been a part of it.